Edison is the oldest European company in the energy sector and one of the leading energy companies in Italy and Europe. It turned to Advice to create a unique place to fully engage its customers by putting them at the centre of the Edison world.
The strategy was designed starting from the critical issue common to all energy companies: being solely perceived as a cost when the monthly bill arrives, rather than as a real service that is provided and used. Hence the idea of a virtual world to engage customers, build new relationship/loyalty opportunities and reduce the churn rate, working on retention.
Fully based on a gamification strategy, users become true citizens of EdisonVille and can access different levels of citizenship based on their behaviour within the city. Inside, users are prompted to interact with the brand through different missions: value-based, edutainment and transactional, with the possibility of purchasing specific Edison services. The project, based on a broad reward-based approach, provides for the continuous engagement of the user to stimulate retention and prevent churn.
Users who log in at least twice a month
Users who respond to surveys
